The best PR for the best collection

I am extremely happy to see how after the last London Fashion Week some of my favourite British designers have really raised their PR game. Erdem is the best example of this. They have been doing an extraordinary job not only because we have been seeing their FW10 and SS11 collections non-stop over the past weeks but because the famous faces who have worn their dresses are the most stylish at the moment. Carey Mulligan's long number at the Dubai Film Festival reminded me of one of my favourite Keira moments from last spring, which was unforgettable. As was Michelle Williams' red lace look from the London premiere of Blue Valentine. It was also Michelle who wore another of my preferred dresses from the collection at another Blue Valentine press tour appearance. Less memorable but equally lovely were Lea Michele, Jessica Biel and Anne Hathaway.

But yesterday twitter brought my way another Erdem moment that will linger in my mind for a while. Jessica Alba shared a twitpic of herself in one of the brand's SS11 floral skirts and made me die. I like the fact that the skirt is the protagonist of the look and how she looks quite minimal but super stylish. I'm not quite sure what she does when she wears something but it's like magic happens. That's why I keep posting about her on soVIPzone.
Coincidentally, I attended the Starworks press day a while ago where the Swarovsky people were showing some of the London designers they had collaborated with for the SS11 season. Erdem was among them. It was incredible to be able to take a look at the clothes so closely. I loved how the brand's signature floral prints have become digital this season. They give the clothes a more contemporary feel and mixed with the Swarovky crystals and the hand-made collars and lace detailing the garments become feminine with an air of demure romanticism.

I'm off.

[Jessica Alba's twitter, Style.com, soVIPzone's]